The peak season for Colombian avocados begins with a favorable outlook in two of its most strategic markets: the United States and Europe. In a global landscape where Mexico and Peru continue to lead in volume, Colombia seeks not only to gain ground but also to solidify its position as a major player through quality, sustainability, and a shared vision of growth for the entire category.

For Manuel Michel, executive director of the Colombia Avocado Board (CAB), the biggest challenge lies not only in competition between origins, but also in the industry's collective capacity to expand global consumption. "The key for the entire avocado industry is not just competing for existing demand, but working together to expand the category; to make the pie bigger," he says.

Recent history shows that this approach has yielded results. Over the past two decades, the avocado industry has successfully captured new market segments: first Hispanic consumers, then those interested in healthy eating, and later, a much broader base thanks to the fruit's inclusion in various consumption occasions. This journey serves as a guide for what lies ahead: maintaining innovation and seeking creative ways to stimulate demand.

“Whether through new consumption occasions, greater consumer education, or targeted marketing initiatives, the focus must remain on building the overall market, not just redistributing existing demand,” Michel adds. This vision is precisely the raison d'être of the avocado boards in the United States, where each producing country works under a common promotional framework.

Three pillars for the next season

Colombia enters this season with a clear and structured message based on three fundamental pillars. First, it positions itself as a reliable and consistent supplier, capable of delivering high-quality fruit year-round. Second, it leverages its geographic advantage: the short distance to the U.S. East Coast, the most densely populated region in the country, although per capita avocado consumption there remains below the national average. This combination represents an exceptional growth opportunity. And third, it highlights its commitment to sustainability, underpinned by a long history of social responsibility and environmental stewardship, practices increasingly valued by retailers and end consumers.

The promotional efforts continue. According to Michel, the CAB is consolidating the Colombian avocado programs established last year during the peak season, and this cycle will have more funds allocated to expanding its presence in the retail market. “This year we have more funds than in previous years and we are focused on expanding promotion in the retail market,” he notes.

Strengthening these initiatives aims to increase the visibility of Colombian fruit in supermarkets and distribution chains, reinforcing its positioning with consumers and generating trust among wholesale buyers.

In a context of uncertainty in global markets, diversifying product origins is a key factor for importers and retailers. Having backup plans allows them to reduce risks and ensure continuous supply, even in the face of potential supply chain disruptions.

“Colombia represents an excellent option for reducing risks and providing greater security,” says Michel. While the volume of Colombian Hass avocados in the United States is still smaller compared to Mexico or Peru, its sustained growth is undeniable, and projections indicate that it will continue to increase in the coming years. This trend reinforces the confidence of buyers seeking stability and alternatives in their supply portfolio.

Quality as our guiding principle

The progress of the Colombian industry is accompanied by a commitment to the quality standards demanded by the market. At this point, controlling dry matter content and ensuring consistent sizes are key aspects. “With the start of the main season, it is essential to closely monitor dry matter content, ensuring that the fruit meets the required quality standards and maintains the positive image of Avocados from Colombia ,” emphasizes Michel.

Discipline in this aspect not only guarantees consumer satisfaction, but also strengthens the reputation of Colombian origin as a serious and reliable supplier.

Reliability, proximity to the US market, environmental commitment, and a rigorous focus on quality form the core of Colombia's strategy for this season. In Michel's words, it's about seizing this window of opportunity not only to compete with Mexico and Peru, but also to contribute to the global expansion of the category.

The positive outlook for Europe and the United States reflects a moment of maturity for the Colombian industry, which is no longer limited to seeking market share, but is moving forward with a clear proposal: to contribute growth, stability, and sustainability to the future of avocados internationally.